Oh, Naomi.

I’ve been meaning to read this book for a long time. I admire Naomi Klein, and her intellectual take on most subjects.

That having been said, however, I think I might be a little “too close” to this book’s theme about branding and its impacts.

For that reason, I’m RIDing the book today.

Something else stuck me about this book today. It was written before Wikipedia, before Facebook, before Amazon and other reviews became such a potent force in our internet shopping.

So…the good news is…Naomi’s theme of unthinking consumers rushing towards brands irrespective of quality feels a bit dated to me.

So…here’s to RIDing, and to the hope of informed consumers everywhere.